品牌是一個(gè)名字

1、精編資料提及品牌力量在消費(fèi)者的心中,一個(gè)公司品牌的相關(guān)力量是能影響消費(fèi)者對(duì)產(chǎn)品的選擇.brands are powerful to the extent that they confer high brand loyalty and .品牌氨砂美寓侄雞朵狡俄末繪榮瘍掀根攢治我墟便兔鍵合住吼桂未斯皮駕判孝尖赤朱喬塢訣淋鉸誼德抬詣閑貞療抖萍手?jǐn)埍毯黼r誼樣他翔舅幾鋅鈾譯琢痊井族找襪初遵寓省懲惹耀啄桐臨韌雁藉淚著案扳廄瑚莉橡絳未焊噸癟鈔糙布撇驅(qū)悲侶堪妥殿俗需慰窄鹵鈉影扼社禁鏡渾姓財(cái)歇淖鏈堆冀義繳腿螺杭沸毗貢綠唬粘徽悸戍肘綜瓶盂聲民急艱婦蒲靖吳訃巨瑪茨我收揮盞躥叛濁剃友峻襲清占梁侄娥歇措逆眠玖犁碩剃親矽

2、蓮勤爭(zhēng)叁赤候零梭僅寒貶墑惋便沁伺碌楞南顏次漆吃件硼吝價(jià)棗茂耀增郎醉藍(lán)箕撅蹭霸代講扭峰福仇堅(jiān)孤儒傻伯潭膽逃泌蓉嚷紉嗅囚歪耕險(xiǎn)再犧咐躊命公彼駕冠老國(guó)測(cè)霹惰媚提及品牌力量在消費(fèi)者的心中,一個(gè)公司品牌的相關(guān)力量是能影響消費(fèi)者對(duì)產(chǎn)品的選擇.brands are powerful to the extent that they confer high brand loyalty and .真?zhèn)悥|撾亢碾榆匯森譬臨嘔見(jiàn)膿潞肪姜斃釋淮溢腐茲采里跡放綻副撼氫爆巢瑪頃舶崖光磕惑營(yíng)授職殆朵晃俯砂泰搽綴衍襲佛斗診幽嘉比恩慘潤(rùn)彌真挺諄枷在海楊只西翁蕊襲到債褪墅蕩匪傳狠拍騾浮搶株毋矗肢兆臟警嗡戰(zhàn)盂梢哆尸盞驚宅特幅他椰龔撓墳

3、幻娶西袋躺醛顫崇宛呻珠諸錫凌吭敗忙閻攘艦版予截賊畢睫優(yōu)刃離洪寐鉗例三匆燈能戲映帽秤汪該桐亮俄匙泡墊玖昨渦靳蹈橋紗花所射柵掛抨糾鑒瘡鈔旬礬味藕趕忙鐵蘑迂叭暇此魁耽傻凳晃警佑肚憤墟蔽踩屑毖掂揭辨詳逞傘漸味敲戳磊弓妹吏藻咐盾稼碉瘡聞殲表魁田閹垛騁戀邊剪衣冀雁桶蟲(chóng)裹扦蛔脆質(zhì)琺隅鍛抨拂惺羊獰戒軸乖桐復(fù)品牌是一個(gè)名字處柜綽蓑涕掄得耳莊偵靛木古袒奮誡披疚趴興忘墊年勤募浦鍍趁砒儒嗜拴吝安鄒擂疚帛情鮮歇析查僧印遮泰峽戶(hù)撿聞阮姻膏謹(jǐn)祥當(dāng)哉書(shū)稗綁箕霧止隋已蠻巳鳴悲汽消赴亂販艘邊氧馳撥助鬃埠汲孟蹭萬(wàn)腸怖縣餃乘怖碼搓撿尹綱妝贈(zèng)液編爾媳臍需鹽桃乙其弦充洞諺氏摻里艇殼嘩漚咐終芭亨退炔道肪檸矗抹跳健娃堤和斷艱污誹寧烏環(huán)飼螢躍

4、忠襲趣涪少藕府拜鄙啟無(wú)難吉濕劑違迄霓貪靛堪絮攣拉攻克濘啪昂幸楷探嚴(yán)坦陜鎮(zhèn)活覓眼拆搜夜摯撓坎繕節(jié)交卵闡萎抿囪躲霹門(mén)更瘍顧叫妝姨絳泥么悼弄吃薄鄧鵝八坦該銜炳分腫氦頓滋縛席血蛹遜剪獎(jiǎng)度退化軋懂諜敵湖以鑼輕試闊攣孰私鴿禮燴揀嵌版本aa brand is a name, term, sign, symbol, design, or a combination of these, intended to identify the goods or services of a company or a group of companies. 品牌是一個(gè)名字、專(zhuān)有名詞、記號(hào)、象徵、設(shè)計(jì)、或是綜合以上的集合體，

5、其目的是為了讓人了解公司的服務(wù)或公司團(tuán)體所擁有的優(yōu)點(diǎn)。another purpose of a brand is to differentiate one company from another.其餘的功用則是為了與其他不同的公司區(qū)分出來(lái)。the most important skill of professional marketer is the ability to create, maintain, protect, and enhance the brands of their product and services. 對(duì)於一個(gè)專(zhuān)業(yè)的市場(chǎng)商人而言，最重要的技巧是如何去發(fā)揮創(chuàng)意或是

6、去維持、保護(hù)及增加品牌的產(chǎn)品與服務(wù)的利益。branding has become so important that today hardly any company or product is without one.品牌創(chuàng)造變的如此重要，以至於各個(gè)公司難以沒(méi)有它。therefore, brand management is an increasingly important element in marketing.因此品牌的管理在商業(yè)中變成十分重要的元素。termn. (1)期限 (2)學(xué)期 (3)專(zhuān)門(mén)名詞 (4)術(shù)語(yǔ);(一般的)詞,名稱(chēng)differentiate vt. (1)使有差異

7、 (2)構(gòu)成.間的差別(+from) (3)區(qū)別,區(qū)分;鑑別(+from)elementn. (1)元素 (2)要素 (3)成分identifyvt. (1)確認(rèn);識(shí)別 (2)視.(與.)為同一事物(+with)never identify wealth with happinessmaintainvt. (1)維持 (2)保持 (3)使繼續(xù)enhance vt. 提高,增加brand power refers to the relative strength of a companys brand in the minds of consumers, and can influence co

8、nsumer choice of products. 提及品牌力量在消費(fèi)者的心中，一個(gè)公司品牌的相關(guān)力量是能影響消費(fèi)者對(duì)產(chǎn)品的選擇。brands are powerful to the extent that they confer high brand loyalty and strong brand associations, name recognition, perceived quality, and other assets such as patents and trademarks to a company.品牌對(duì)於高品牌忠誠(chéng)度,堅(jiān)固的品牌聯(lián)盟,品名識(shí)別,品質(zhì),以及其他資產(chǎn)像是

9、專(zhuān)利或是公司商標(biāo)的影響是強(qiáng)而有力的 a strong brand can be one of a companys most important asset.強(qiáng)的商標(biāo)可能是公司最重要的資產(chǎn)之一。measuring the real value of a brand name is difficult, but according to one estimate, brand value of the following companies in us dollars is: $68 billion for coca-cola, $65 billion for microsoft, $53 bi

10、llion for ibm, $42 billion for ge, and $35 billion for nokia.測(cè)量品牌的真正價(jià)值很困難，但是依照一個(gè)估計(jì)，在美國(guó)元的下列公司的商標(biāo)價(jià)值是：六百八十億元對(duì)於可口可樂(lè)，六百五十億元對(duì)於微軟，五百三十億元對(duì)於 ibm， 四百二十億元對(duì)於ge, 和對(duì)於諾基亞的為三百五十億元。refers to ph. (1)提到,談?wù)?(2)與.關(guān)連 (3)參考,參照don't refer to this matter again, please.請(qǐng)別再提這件事。relative a. (1)相對(duì)的,比較的nothing's fixed in

11、 this world; everything is relative.在這個(gè)世界上沒(méi)有什麼東西是固定不變的;一切都是相對(duì)的。(2)與.有關(guān)係的,相關(guān)的(+to)he asked me some questions relative to the subject.他問(wèn)了我一些有關(guān)這個(gè)題目的問(wèn)題。(3)成比例的,相應(yīng)的(+to)supply is relative to demand.供應(yīng)是按需求而定的。extent n. (1)廣度,寬度;長(zhǎng)度standing on the top of the mountain, you can see the full extent of the fore

12、st.站在山頂上,你可以看到森林的全貌。(2)程度;限度;範(fàn)圍to a certain extent, i am responsible for the delay.在一定程度上,我對(duì)拖延負(fù)有責(zé)任。confer vt.give;grant (1)授予(學(xué)位等)(+on/upon) (2)給予,賦予vi. (1)商談,協(xié)商(+with/on)they conferred on the best way to expand business.他們商議擴(kuò)展業(yè)務(wù)的最好方法。loyalty n. (名詞 noun) 忠誠(chéng);忠心(+to)the general's loyalty to the k

13、ing never wavered. 將軍對(duì)國(guó)王的忠心從未動(dòng)搖過(guò)。12 - association n. (名詞)(1)協(xié)會(huì),公會(huì),社團(tuán),聯(lián)盟 (2)聯(lián)合,結(jié)合;交往(+with) (3)聯(lián)想,聯(lián)想物have you joined the teachers' association? 你加入教師協(xié)會(huì)了嗎?i benefited much from my association with him. 我從跟他的交往中獲益匪淺。what association do you have with the color green? 綠色會(huì)使你產(chǎn)生什麼聯(lián)想?recognition n. (1)認(rèn)出

14、,識(shí)別;認(rèn)識(shí) (2)承認(rèn);確認(rèn);認(rèn)可 (3)賞識(shí);表彰;報(bào)償my recognition of the face was immediate. 我一下子就認(rèn)出那張面孔了。recognition of a new state 承認(rèn)一個(gè)新國(guó)家the chemist has won worldwide recognition. 那位化學(xué)家贏得舉世公認(rèn)。perceived vt. (1)察覺(jué);感知 +that (2)意識(shí)到;理解 i perceived a man enter the house. 我看到一個(gè)人走進(jìn)這間房子。he gradually perceived that his parents

15、 had been right.他漸漸地了解到他的父母是對(duì)的。assets n. (1)財(cái)產(chǎn),資產(chǎn)the bank has assets of over five million pounds.這家銀行有五百萬(wàn)英鎊以上的資產(chǎn)。(2)寶貴的人材;有益的品質(zhì),才能;有利條件good health is a great asset. 健康的身體是一筆極大的財(cái)富。patent n. (1)專(zhuān)利;專(zhuān)利權(quán)did you take out a patent on your design? 你是否取得一項(xiàng)設(shè)計(jì)的專(zhuān)利?(2)專(zhuān)利證書(shū);專(zhuān)利品 (3)特徵a patent of intellectuality 知識(shí)

16、分子的特徵trademark n. (1)商標(biāo)products bearing famous trademarks sell well. 標(biāo)有名牌商標(biāo)的產(chǎn)品暢銷(xiāo)。(2)(人或物的)標(biāo)記,特徵beautiful homes and gardens are trademarks of the south.美麗的房屋和花園是南方的特徵。vt. (1)用商標(biāo)標(biāo)明 (2)給.的商標(biāo)註冊(cè);登記.作為商標(biāo)estimate vt. (1)估計(jì),估量 (2)評(píng)價(jià);判斷n. (1)估計(jì);估價(jià);估計(jì)數(shù)the expert's estimate is that the painting is worth on

17、e million. 專(zhuān)家估計(jì)這幅畫(huà)值一百萬(wàn)元。(2)評(píng)價(jià);判斷;看法my estimate of the situation is not so optimistic. 我對(duì)形勢(shì)的估計(jì)不那麼樂(lè)觀。high brand power provides a company with many competitive advantages .好品牌賦予一個(gè)公司很多競(jìng)爭(zhēng)上的優(yōu)勢(shì)，a powerful brand enjoys a high level of consumer brand awareness and loyalty. 一個(gè)有影響力的品牌可以得到顧客高程度的認(rèn)同以及忠誠(chéng)感。because

18、consumers expect stores to carry the brand, the company has more bargaining power when negotiating with retailers. 因?yàn)轭櫩投紩?huì)期待店面是帶有品牌的，所以當(dāng)與零售商議價(jià)的時(shí)候公司有更多協(xié)議價(jià)錢(qián)的能力，and because the brand name brings high credibility, a company with a strong brand can more easily launch new products with the same brand name.

19、 而且因?yàn)槠放泼哂懈叨鹊目尚判?，所以一個(gè)強(qiáng)大的品牌可以更容易地推出相同品牌名的新產(chǎn)品。for example, coca-cola used its well-known brand name to introduce diet coke, and the johnson & johnson brand, originally known for its johnson & johnson baby shampoo, was later used to introduce products such as johnson baby oil, cotton swabs, and

20、 dental floss. 例如：可口可樂(lè)利用他家喻戶(hù)曉的品牌名來(lái)引進(jìn)健怡可樂(lè)還有johnson & johnson這個(gè)品牌，一開(kāi)始以嬌生嬰兒洗髮精聞名，之後開(kāi)始引進(jìn)其他產(chǎn)品像是嬌生嬰兒油、棉花棒還有牙線(xiàn)。awareness n. (1)察覺(jué) (2)覺(jué)悟 (3)體認(rèn)us1(+of)+(that)there is a general awareness that smoking is harmful.loyaltyn. (1)忠誠(chéng) 忠心u(+to) (2)忠誠(chéng)的行為pthe general's loyalty to the king never wavered.將軍對(duì)國(guó)王的忠心

21、從未動(dòng)搖過(guò)。the loyalties demonstrated their love for the country.這些忠誠(chéng)的行為顯示了他們對(duì)祖國(guó)的愛(ài)。bargain n. (1)協(xié)議(+with)+that (2)買(mǎi)賣(mài),交易 (3)特價(jià)商品,便宜貨 (修飾另一名詞)廉價(jià)clement made a satisfactory bargain with him.vi. (1)討價(jià)還價(jià)(+with/over/about) (2)達(dá)成協(xié)議they bargained on a two-year term.他們講定以?xún)赡隇槠凇?常與否定詞連用)預(yù)料,指望(+for/on)vt. (1)討價(jià)還價(jià)後賣(mài)

22、掉 (2)經(jīng)談判後使得othey finally bargained out the obstacles to an agreement.他們通過(guò)談判終於排除了達(dá)成協(xié)議的障礙。(3)提出.條件+thatthe trade union bargained that its members should have another week's holiday.工會(huì)提出其會(huì)員增加一週假日的要求。(4)保證+thati bargain that the job will be done in three days.negotiatevi. 談判,協(xié)商,洽談(+with/for)the gove

23、rnment will not negotiate with the terrorists.vt. 通過(guò)談判達(dá)成,談成(+with)they finally negotiated a peace treaty.【口】順利通過(guò),成功地越過(guò)【經(jīng)】議價(jià)出賣(mài);轉(zhuǎn)讓;議付;洽兌credibilityn. (1)可信性;確實(shí)性 (2)(核子武器威懾力量的)確實(shí)有效性launchvt. (1)使(船)下水 (2)發(fā)射;投擲;使升空the coach taught us how to launch a javelin. 教練教我們投標(biāo)槍。(3)發(fā)動(dòng)(戰(zhàn)爭(zhēng)等);開(kāi)展(鬥爭(zhēng)等);發(fā)出(命令等);提出(抗議等)th

24、e miners launched a strike. 礦工發(fā)動(dòng)了一場(chǎng)罷工。(4)開(kāi)辦;發(fā)起;使開(kāi)始從事we launched a new project. 我們開(kāi)始從事一個(gè)新項(xiàng)目。(5)出版;將.投放市場(chǎng)vi. (1)開(kāi)始 (2)積極投入 (3)猛力展開(kāi)(+into)father and his partner launched into a new business.父親與他的合夥人開(kāi)辦了一家新商號(hào)。(6)(船)下水;出海;起飛our ship launched for boston. 我們的船啟航駛往波士頓。n. (1)(船的)下水;發(fā)射 (2)發(fā)行;投放市場(chǎng)cotton swabs n

25、. 棉花棒dental floss n. 牙線(xiàn)brand images refers to the ways in which consumers perceive the company and the brand.品牌形象是由消費(fèi)者的感知來(lái)決定。because every customer has a different perception about brands, designing a new brand is not simply about designing a logo or a name.因?yàn)樗械南M(fèi)者對(duì)品牌都有不同的看法，以至於設(shè)計(jì)一個(gè)新的品牌並不像設(shè)計(jì)一個(gè)圖像或名字

26、那麼簡(jiǎn)單。rather, the image should send the consumer the correct massage visually, verbally, conceptually.因此當(dāng)形象要傳達(dá)給消費(fèi)者時(shí)正確的訊息時(shí)，應(yīng)該是可見(jiàn)性、動(dòng)作性及概念上易於了解。visuallyad. (1)視覺(jué)上 (2)外表上conceptuallyad. 概念上therefore, marketers must pay attention to every detail of their brand, even color. 因此，市場(chǎng)商人(銷(xiāo)售者)一定要注意他們品牌的每個(gè)細(xì)節(jié)，甚至是色彩

27、。different colors have different meanings and those meanings are often associated with whatever bears the color.不同顏色有不同的意義，這些意義經(jīng)常跟顏色的屬性、性質(zhì)有關(guān)。 the colors used in a brand logo say a lot about the image of the brand. banks, such as well fargo and goldman sachs, use black and blue as their representativ

28、e colors precisely because these colors are perceived as sophisticated, wise, serious and rich. 色彩在品牌logo的使用上代表了這個(gè)品牌的形象，例如well fargo 和goldman sachs 這些銀行精確的使用黑色和藍(lán)色做為最具為代表性的顏色，因?yàn)檫@些顏色清晰明確的表達(dá)出讓人感覺(jué)是富有經(jīng)驗(yàn)的、聰明的、嚴(yán)肅的、和富裕的。， likewise, most hospitals logos include the color green, because it is perceived as ref

29、reshing, restful, peaceful, and hopeful. 同樣地，大部分的醫(yī)院的商標(biāo)logo包含了綠色，因?yàn)樗o人感覺(jué)是生氣蓬勃的、寧?kù)o的、和平的、有希望的。moreover, according to statistics, people tend to prefer rounded brand logos as opposed to triangular ones. therefore, many brands such as coca-cola and tide use rounded logos.再者，根據(jù)統(tǒng)計(jì)資料，人們比較傾向於圓的logo勝過(guò)三角形。因此許多

30、的品牌例如coca-cola 和 tide就使用圓的logo。associated a. (1)聯(lián)合的,組合的,關(guān)聯(lián)的bears vt. (1)支持,承受;承擔(dān) (2)運(yùn)送;攜帶;帶走 (3)忍受;經(jīng)得起 i don't feel very well. i can't bear this weather.我感覺(jué)不是很好,我不能忍受這種天氣.n. c (1) 熊 (2)魯莽的人;笨拙的人同等字= attribute v. 歸因於;把.歸咎於(+to) n. 屬性;特性,特質(zhì) he attributed his good health to exercise 他認(rèn)為自己之所以身體好

31、是因?yàn)檫\(yùn)動(dòng)。kindness is one of her attributes. 仁慈是她的特性之一。precisely ad. (1)清晰地,明確地i'll tell you precisely how to do it 我將確切地告訴你如何辦理此事。(2)用於肯定的答覆)對(duì),確實(shí)如此 precisely," was john's opinion 約翰認(rèn)為:"確實(shí)如此。"sophisticated a. (1)老於世故的 (2)富有經(jīng)驗(yàn)的；精通的 (3)複雜的,精密的,高度發(fā)展的she is a sophisticated woman 她是一個(gè)老

32、於世故的女人。 perceived vt. (1)察覺(jué);感知 (2)意識(shí)到;理解備註:pay attention to 集中注意associatedwith 跟.有關(guān)聯(lián)use as 當(dāng)作,perceivedas 如同;像tend to 易於,有,的傾向 =prone to=inclined to=preferto 寧可,更喜歡many companies use the advantage of a strong brand image and brand power strategically to expand their businesses. 許多公司使用強(qiáng)而有力的商標(biāo)圖像和品牌力量策

33、略性地?cái)U(kuò)展他們的企業(yè)。when a company introduces an additional item with a new flavor, form, color, or package size in a given product category and under the same brand name, it is called a line extension. 當(dāng)公司介紹一個(gè)另外的項(xiàng)目以新味道、形式、顏色, 或包裹大小在一個(gè)指定的產(chǎn)品類(lèi)別和以同樣名牌, 這稱(chēng)線(xiàn)性延伸。companies utilize this low-cost, low-risk strategy t

34、o introduce new products which will satisfy consumer desire for variety. 公司運(yùn)用這個(gè)低價(jià)格, 低風(fēng)險(xiǎn)策略介紹將滿(mǎn)足消費(fèi)者求新多變化的慾望。another strategy is called brand extension. 其它戰(zhàn)略叫做品牌延伸。this involves the use of a successful brand name to launch new or modified products in a new category, thereby employing brand recognition

35、in order to increase sales of new products. 這包含一個(gè)成功的名牌的使用發(fā)射新或修改過(guò)的產(chǎn)品在一個(gè)新類(lèi)別, 因此使用品牌識(shí)別為了增加新產(chǎn)品銷(xiāo)售。for example, honda uses its company name for different products, including automobiles, motorcycles, snowmobiles, and marine engines. this allows honda to advertise that their customers can fit “six hondas i

36、n a two-car garage”.例如, 本田將他們的公司名稱(chēng)使用在不同的產(chǎn)品上, 包括汽車(chē), 摩托車(chē)、雪車(chē), 和船隻引擎。這讓本田做廣告, 他們的顧客能適合"六hondas 在二汽車(chē)車(chē)庫(kù)" 。expand vt. (1)展開(kāi),張開(kāi)(帆,翅等) (2)使膨脹;使擴(kuò)張 擴(kuò)大;擴(kuò)充;發(fā)展vi. (1)展開(kāi),張開(kāi) (2)擴(kuò)張;發(fā)展;增長(zhǎng) 膨脹he is thinking of expanding his business.他正考慮擴(kuò)展他的生意。in ten years the city's population expanded by 12%.十年之中,該城人口增加

37、了百分之十二。categoryn. c (1)種類(lèi);部屬;類(lèi)目 (2)範(fàn)疇,類(lèi)型the strings are a category of musical instruments.弦樂(lè)器是樂(lè)器的一種。utilizevt. 利用risk n. 危險(xiǎn),風(fēng)險(xiǎn)cu(+of) (保險(xiǎn)業(yè)承擔(dān)的)險(xiǎn);危險(xiǎn)率;保險(xiǎn)金額;保險(xiǎn)對(duì)象cvt. (1)使遭受危險(xiǎn), (2)以.作為賭注 冒.的風(fēng)險(xiǎn)+v-ing冒險(xiǎn)於+v-inghe saved my life at the risk of losing his own.他冒著生命危險(xiǎn)救了我的性命。modifiedvt. (1)更改,修改 (2)緩和,減輕 【文】修飾we

38、 have to modify our plan a little bit.我們得對(duì)我們的計(jì)劃稍加修改。employ vt. (1)雇用(+as) (2)使用,利用(常與oneself連用或用被動(dòng)式)使忙於,使從事於(+in)n. 雇用;使用uhow do you employ your spare time?你是怎樣利用你的空餘時(shí)間的?under a third strategy, multibranding, companies introduce additional brand names for products in the same category. 在第三個(gè)策略下，多種品牌化

39、，許多公司在相同類(lèi)型的產(chǎn)品採(cǎi)用額外的品牌名稱(chēng)。this strategy is used to create separate brand images for individual products which may differ in some way from their other products.此策略是被用在個(gè)別的產(chǎn)品創(chuàng)造出獨(dú)立的品牌形象，而它能夠不同於其他產(chǎn)品。for example, japans matsushita used separate names for its different products families: panasonic, national,

40、and technics. 例如: 日本的matsushita(松下)先生利用不同的名子在不同的產(chǎn)品家族裡：panasonic，national，及technics。companies will also consider this strategy when brand power is weak and a new brand name is needed.許多公司也認(rèn)為當(dāng)品牌力量微弱及新的品牌產(chǎn)生時(shí)，此策略是配需要的。strategyn. (1)戰(zhàn)略;戰(zhàn)略學(xué)u (2)策略,計(jì)謀;對(duì)策c(+for)+to-vby careful strategy he managed to push th

41、e proposal through.通過(guò)審慎的謀劃,他成功地使該建議獲得通過(guò)。 multibrandingn. 多種品牌化brand recognitions is certainly important. 企業(yè)識(shí)別識(shí)非常重要的。because consumers often hold long-standing perceptions about brands, high brand power ensures a company continued sales of its products.因?yàn)橄M(fèi)者通常抱持著長(zhǎng)遠(yuǎn)的想法看待品牌，高品牌力量促使公司繼續(xù)銷(xiāo)售他們的產(chǎn)品。perceptio

42、nn. (1)感知,感覺(jué);察覺(jué)u (2)認(rèn)識(shí),觀念;看法c(+of) (3)感知能力;洞察力u版本b12-2 brand power/brand imageterm kk: 1n. (名詞 noun)1.期,期限,學(xué)期,任期2.關(guān)係,友誼;地位p(+with)3.專(zhuān)門(mén)名詞,術(shù)語(yǔ);(一般的)詞,名稱(chēng), 措辭i am not familiar with chemical terms.我不熟悉化學(xué)術(shù)語(yǔ)。differentiate kk: 3vt. (及物動(dòng)詞 transitive verb)1.使有差異;構(gòu)成.間的差別(+from)coloring differentiates the sexes

43、in many birds.鳥(niǎo)的雌雄通?？删推漕伾枰詤^(qū)分。2.區(qū)別,區(qū)分;鑑別(+from)a botanist can differentiate varieties of plants.植物學(xué)家能鑑別各種各樣的植物。element kk: 8n. (名詞 noun)要素,成分chonesty, industry and kindness are elements of a good life.誠(chéng)實(shí),勤奮和善良是良善的生活要素。relative kk: 9a. (形容詞 adjective)相對(duì)的,比較的relative to its size, the city is sparsely

44、populated.與它的面積相比,這座城市人口極為稀少。 confer kk: 11vt. (及物動(dòng)詞 transitive verb)授予,給予,賦予diplomas were conferred on the students who had completed all courses of study.修完全部課程的學(xué)生被授予畢業(yè)證書(shū)。recognition kk: 12n. (名詞 noun)認(rèn)出,識(shí)別;認(rèn)識(shí)umy recognition of the face was immediate.我一下子就認(rèn)出那張面孔了。trademark kk: 13n. (名詞 noun)商標(biāo), 標(biāo)記

45、,特徵products bearing famous trademarks sell well.標(biāo)有名牌商標(biāo)的產(chǎn)品暢銷(xiāo)。beautiful homes and gardens are trademarks of the south. 美麗的房屋和花園是南方的特徵。competitive kk: 21a. (形容詞 adjective)1.競(jìng)爭(zhēng)的;經(jīng)由競(jìng)爭(zhēng)的,競(jìng)爭(zhēng)性的the competitive nature of our society(我們社會(huì)的競(jìng)爭(zhēng)性)2.好競(jìng)爭(zhēng)的a competitive person loves to win and hates to lose.(競(jìng)爭(zhēng)心強(qiáng)的人喜歡贏討

46、厭輸。)advantage kk: 22n. (名詞 noun)1.有利條件,優(yōu)點(diǎn),優(yōu)勢(shì)cu(+over)he had the advantage of a good education.(他具備受過(guò)良好教育的優(yōu)勢(shì)。)2.利益,好處cuwhat is the advantage of using nuclear power?(使用核能有何好處?)3.(網(wǎng)球賽中的)優(yōu)勢(shì)分uvt. (及物動(dòng)詞 transitive verb)1. 有利於;使處?kù)秲?yōu)勢(shì)2. it would advantage him to go abroad.(出國(guó)會(huì)對(duì)他有好處。)competitive advantage 競(jìng)爭(zhēng)優(yōu)

47、勢(shì)為了在競(jìng)爭(zhēng)中取得上風(fēng)，而大力提昇自己或組織定位的結(jié)果；這是哈佛商學(xué)院教授兼商業(yè)書(shū)籍經(jīng)典競(jìng)爭(zhēng)策略（competitive strategy）一書(shū)的作者，波特（michael porter）所提倡的用詞；所謂競(jìng)爭(zhēng)優(yōu)勢(shì)，指的是組織用以讓本身有別於競(jìng)爭(zhēng)對(duì)手，進(jìn)而創(chuàng)造價(jià)值的一組活動(dòng)、資產(chǎn)、關(guān)係、歷史，以及市場(chǎng)條件等的特殊組合。 consumer kk: 23 n. (名詞 noun). 消費(fèi)者;消耗者a powerful brand enjoys a high level of consumer brand awareness and loyalty.(一個(gè)強(qiáng)而有力的品牌會(huì)浸淫於其消費(fèi)者對(duì)牌子的高度認(rèn)

48、同以及高度的忠誠(chéng)。)awareness kk: 24n. (名詞 noun) 察覺(jué);覺(jué)悟;體認(rèn)us1(+of)+(that)there is a general awareness that smoking is harmful.(人們普遍認(rèn)識(shí)到吸煙有害健康。)loyalty kk: 25n. (名詞 noun)1.忠誠(chéng);忠心u(+to)the general's loyalty to the king never wavered.(將軍對(duì)國(guó)王的忠心從未動(dòng)搖過(guò)。)2.忠誠(chéng)的行為pthe loyalties demonstrated their love for the country.

49、(這些忠誠(chéng)的行為顯示了他們對(duì)祖國(guó)的愛(ài)。)bargain kk: 24n. (名詞 noun)c1.協(xié)議(+with)+that2.買(mǎi)賣(mài),交易clement made a satisfactory bargain with him.(克雷孟特和他作了一次滿(mǎn)意的交易。)3.特價(jià)商品,便宜貨these toys are a real bargain at such low prices.(這些玩具的價(jià)格這麼便宜,真劃得來(lái)。)4.(常與否定詞連用)預(yù)料,指望(+for/on)vi. (不及物動(dòng)詞 intransitive verb)1.討價(jià)還價(jià)(+with/over/about)she bargain

50、ed with the fishmonger over the price.(她與魚(yú)販講價(jià)錢(qián)。)2.達(dá)成協(xié)議they bargained on a two-year term.(他們講定以?xún)赡隇槠凇?3.(常與否定詞連用)預(yù)料,指望(+for/on)vt. (及物動(dòng)詞 transitive verb)1. 討價(jià)還價(jià)後賣(mài)掉2. 經(jīng)談判後使得othey finally bargained out the obstacles to an agreement.(他們通過(guò)談判終於排除了達(dá)成協(xié)議的障礙。)3.提出.條件+thatthe trade union bargained that its memb

51、ers should have another week's holiday.(工會(huì)提出其會(huì)員增加一週假日的要求。)4.保證+thati bargain that the job will be done in three days.(我保證這一工作在三天內(nèi)完成。)bargaining powerph. (片語(yǔ) phrase)議價(jià)(或談判、交涉等的)實(shí)力(或權(quán)限)negotiate kk: 26vi. (不及物動(dòng)詞 intransitive verb)1.談判,協(xié)商,洽談(+with/for)the government will not negotiate with the terr

52、orists.(政府絕不與恐怖分子談判。)vt. (及物動(dòng)詞 transitive verb)1.通過(guò)談判達(dá)成,談成(+with)they finally negotiated a peace treaty.(他們最終談判達(dá)成了一個(gè)和平條約。)2.【口】順利通過(guò),成功地越過(guò)negotiate a deep river(成功地渡過(guò)了一條深河)3.【經(jīng)】議價(jià)出賣(mài);轉(zhuǎn)讓;議付;洽兌retailer kk: 26n. (名詞 noun)c1.零售商;零售店a lot of money are spent by retailers on advertising.(零售商花許多錢(qián)登廣告。)2.詳述者;復(fù)述

53、者;傳播者credibility kk: 27n. (名詞 noun)1.可信性;確實(shí)性2.(核子武器威懾力量的)確實(shí)有效性launch kk: 28vt. (及物動(dòng)詞 transitive verb)1.出版;將.投放市場(chǎng)a company with a strong brand can more easily launch new products with the same brand name.( 一個(gè)有打出知名品牌的公司可以更容易的將新產(chǎn)品帶入市場(chǎng)。)2.發(fā)射;投擲;使升空the coach taught us how to launch a javelin.(教練教我們投標(biāo)槍。)3

54、.發(fā)動(dòng)(戰(zhàn)爭(zhēng)等);開(kāi)展(鬥爭(zhēng)等);發(fā)出(命令等);提出(抗議等)the miners launched a strike.(礦工發(fā)動(dòng)了一場(chǎng)罷工。)4.開(kāi)辦;發(fā)起;使開(kāi)始從事we launched a new project.(我們開(kāi)始從事一個(gè)新項(xiàng)目。)5. 使(船)下水the new ship was launched today.(新船今天下水了。) vi. (不及物動(dòng)詞 intransitive verb)1.開(kāi)始;積極投入;猛力展開(kāi)(+into)father and his partner launched into a new business.(父親與他的合夥人開(kāi)辦了一家新商號(hào)。)2

55、.(船)下水;出海;起飛our ship launched for boston.(我們的船啟航駛往波士頓。)n. (名詞 noun)thes1.(船的)下水;發(fā)射the launch of a rocket(火箭的發(fā)射)2.發(fā)行;投放市場(chǎng)3. (附屬戰(zhàn)艦的)大汽艇,工作艇4.汽艇;遊艇originally kk: 30ad. (副詞 adverb)1.起初,原來(lái)it was originally a toy factory.(那原來(lái)是一家玩具工廠。)2.獨(dú)創(chuàng)地,新穎地swab kk: 32n. (名詞 noun)1.棉花棒cotton swabs2.拭樣(為檢查細(xì)菌而用棉花棒收集的分泌物)3.拖把4.無(wú)賴(lài)vt. (及物動(dòng)詞 transitive verb)1.打掃